The 10:10 campaign wants you to cut your carbon emissions by 10% on 10/10/10. If you don't, according to their graphic commercial, they'll blow you up in a gory mess. They'll even kill Gillian Anderson. Watch the redacted ad below.

The web video's called "No Pressure" and was posted to YouTube over the weekend. Written by Richard Curtis of Love, Actually fame, the video shows numerous authority figures asking their students/underlings what they're doing to reduce carbon emissions. Those who don't have a good answer are blown up.

After a negative response the group responded fairly nonchalantly saying "We 'killed' five people to make No Pressure - a mere blip compared to the 300,000 real people who now die each year from climate change." After a stronger backlash from the group's partners and sponsors, the producers had a change of heart:

"At 10:10 we're all about trying new and creative ways of getting people to take action on climate change. Unfortunately in this instance we missed the mark. Oh well, we live and learn."

You can still see the video all over the web, meaning the controversy they created has probably helped them more than hurt them.